BISMARCK, N.D. – Learfield and Bismarck State College Athletics announced today an agreement to see BSC Rodeo and Learfield College Rodeo partner on integrated revenue generation in a period of significant growth within collegiate rodeo. Through the collaboration, BSC Rodeo becomes the 23rd collegiate rodeo program to join the Learfield College Rodeo ecosystem.
 
Through the partnership, Learfield – the leading media and technology company powering college athletics – will leverage its industry expertise in data-driven strategies, immersive fan engagement activations, in-venue branding, student-athlete brand marketing integrations, custom content creation and additional marketing assets to generate new revenue opportunities and enhance visibility for both the program and its brand partners.
 
"We are thrilled to partner with Learfield College Rodeo," said BSC Rodeo head coach Jon Peek. "This collaboration represents a significant step forward for BSC Rodeo and provides valuable opportunities for our student-athletes by increasing the visibility of our program and showcasing the accomplishments of our athletes on a larger stage."
 
Peek says he is excited about what the future holds and looks forward to working with Learfield to grow the BSC Rodeo brand and share their story with a broader audience. 
 
"Through expanded sponsorship opportunities and strategic partnerships, we will continue building a championship-caliber program while creating additional support for student success." 
 
BSC Rodeo competed from 1971 to 2001 before returning to the Bismarck State athletics department in 2024 to compete in the Great Plains Region. In just its third year of competition, the program has already seen tremendous success. The Mystics claimed two individual national titles in men's all-around and tie-down roping at the 2026 College National Finals Rodeo and have four total top 10 finishes in their first two seasons.
 
"Coach Peek and the BSC Rodeo program have quickly announced themselves as a competitor on the national stage in collegiate rodeo," said Shelby Rasmussen, General Manager of Learfield College Rodeo. "We're thrilled to have a program with so much growth potential join Learfield College Rodeo and look forward to working hand in hand to deliver impactful revenue and engagement opportunities for the Mystics."
 
Since the division's establishment in the summer of 2023, Learfield College Rodeo has been devoted to fueling college rodeo programs while also celebrating the widespread influence and popularity of western heritage and culture. Learfield utilizes its ongoing success in providing partners with valuable marketing assets to implement new opportunities for college rodeo teams.
 
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences.  With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative revenue generation solutions, student-athlete marketing initiatives, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
 
About Bismarck State College
Located in the capital city of Bismarck, N.D., Bismarck State College (BSC) is North Dakota's Polytechnic Institution, offering high-quality, affordable education with more than 100 career pathways, including two-year associate degrees, four-year bachelor's degrees, and short-term program certificates. Dedicated to student success since 1939, BSC prepares students for high-demand careers through comprehensive advising, flexible in-person and online course options, industry-driven curriculum, and continuing education opportunities. Learn more at www.bismarckstate.edu.
 
About Bismarck State College Mystics Athletics
The Bismarck State College Mystics are current full members of the Frontier Conference in the National Association of Intercollegiate Athletics (NAIA). Bismarck State is proud to be the home of 22 athletic and club teams, more than 100 career pathways and $1.8 million in student scholarships annually. BSC is North Dakota's Polytechnic Institution, providing tailored, hands-on learning to equip students with the skills to thrive in high-demand industries. Learn more at BSCMystics.com.